Less can be more : how the communication of minor CSR activities undermines the effectiveness of a major CSR initiative

Abstract

Organizations often adopt a ‘more is better’ approach to CSR communication, frequently sharing a wide array of initiatives – including relatively minor activities – with stakeholders. However, it remains unclear whether combining major CSR initiatives with minor efforts improves or weakens stakeholders’ overall evaluations of the company’s reputation. Drawing on impression formation mechanisms, this study examines whether stakeholders mentally aggregate CSR activities or average their perceived impact. We conducted two online experiments using scenarios that combined one major CSR initiative with additional minor or moderate activities. The results suggest that combining major and moderate CSR activities can lead to a more positive overall perception. However, the principle of ‘less is more’ also applies: communicating minor activities can dilute the impact of a major initiative and lead to a less favorable impression. Additionally, the study finds that stakeholders often interpret minor CSR activities as attempts to persuade, triggering reactance, and as extrinsically motivated, profit-driven actions, leading to CSR skepticism. This research highlights the importance of selective and strategic CSR messaging to strengthen reputational outcomes while minimizing potential backlash. It suggests that organizations should communicate major and moderate CSR initiatives to enhance their reputation but exercise caution when promoting minor activities.